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Hass Taps Tjerandsen to Manage Marketing/Media Program

WASHINGTON, D.C. -- Tom Tjerandsen of the Chilean Fresh Fruit Association (CFFA) has been appointed marketing manager to lead the Chilean Avocado Importers Association's efforts to promote Chilean Hass avocados to consumers in the United States.

August 29, 2006, 08:00 pm

WASHINGTON, D.C. -- Tom Tjerandsen of the Chilean Fresh Fruit Association (CFFA) has been appointed marketing manager to lead the Chilean Avocado Importers Association's efforts to promote Chilean Hass avocados to consumers in the United States.

Tjerandsen will oversee the development of CAIA's $5 million marketing plan for the import season, as well as its initial marketing and media plans.

"Tom is the ideal person to lead our efforts to increase awareness and consumption of Chilean Hass avocados in the United States," said Jorge Covarrubias, CAIA chairman. "In addition to his 30 years of marketing experience, Tom has previously worked as an advisor to CAIA and understands the challenges and opportunities of our industry."

Phil Henry, CAIA vice chairman, said Tjerandsen will play a vital role to promote Chilean Hass avocados during a time when the category is experiencing faster consumption rates than most other produce items.

The Chilean Avocado Importers Association -- composed of Chilean avocado importers, exporters and producers -- conducts market development activities and promotions to increase the consumption of Chilean Hass avocados in the U.S. Established in 2002, CAIA operates under the guidelines of the Hass Avocado Promotion, Research and Information Order.